4. More Targeted Ads With Specific PurposePeople already have minimal attention spans and get served with so many ads on a daily basis. I think ads will become more singularly purposed in nature, with a very specific goal and goal conversion place in mind, whether it be a mobile or desktop experience. I also think that the mobile ad platforms will show major growth in 2018, including Facebook, Instagram, Snapchat, etc. -David Kley,Web Design and Company

5. Professional Live VideoVideo will continue to be a trend in 2018 but not just video, professional live video. Every social media platform is jumping into live video and adding new features monthly to their platforms. Live video is a great way to connect with your audience, and the shaky, holding-a-phone-in-your-hand live video won't be acceptable anymore. -Thomas Brodbeck,Site Strategics

6. Conversational User InterfacesConversational interactions, such as Amazon's Alexa, Google's Assistant, Microsoft's Cortana, chatbots and others, will continue to find their place in consumers' daily routines and lives. Conversation is the original user interface. It's extremely natural and will allow for brands to naturally interact with consumers that want information, or to transact, or just to be entertained. -Andrew Howlett,Rain

7. Video MarketingVideo is becoming the most popular and influential form of digital content for businesses today and if done right, it can have a very positive impact on your business. As our attention spans decrease, marketers are heavily relying more and more on creating video content to boost search engine rankings, increase engagement and website traffic rates, as an example. -Solomon Thimothy,OneIMS

8. Personalization Along All Stages Of The Sales FunnelImpersonalized email blasts and ads are going the way of the fax machine. Becoming hyper-targeted and focusing on personalizing every interaction is becoming increasingly important. Personalized landing pages should be connected to every one of your advertising campaigns. Attention is a currency, and building a personalized connection with prospects will be critical for digital marketing in 2018. -Twila Grissom,Acorn Digital Strategy

9. Contextual Targeting StrategiesIn the context of General Data Protection Regulation (GDPR), we can expect that it will be more complicated for ad tech vendors to track user behaviors with cookies. Audience targeting strategies will be progressively replaced by contextual targeting strategies and it will be mandatory for advertisers to understand what each page context is all about, for targeting and brand safety purposes. -Julien Verdier,Adyoulike

10. Cost Per Experiment As A Leading MetricSmart digital marketers will continue to get closer to a true ROI on their work by identifying all the old metrics rolled up into a cost per experiment — those old metrics like CPM (impressions), CPC (clicks), CPL (leads) and even CPP (pixels) the advanced marketers were tracking. With too many channels and even more martech tools to consider, marketers must run experiments and measure outcomes. -Todd Earwood,MoneyPath Marketing